The Supreme Court bench, comprising Justices Hima Kohli and Ahsanuddin Amanullah, emphasized that endorsers, including public figures, influencers, and celebrities, play a significant role in promoting products and have a responsibility to act with integrity. The court recognized the guidelines issued by the Central Consumer Protection Authority (CCPA), which require influencers to be transparent about paid endorsements and possess adequate knowledge or experience with the endorsed products. The guidelines aim to prevent the exploitation of consumer trust due to lack of knowledge or experience.
The bench further emphasized the importance of consumer awareness, particularly in the health and food sectors, and tasked the Consumer Affairs Ministry with establishing a system for advertisers to submit self-declarations for print-media ads within four weeks. This move is intended to ensure that consumers are fully informed about the products they purchase.
The Supreme Court’s ruling serves as a strong reminder to celebrities and influencers of the accountability they hold in endorsing products. It highlights the need for responsible advertising practices and emphasizes the importance of consumer protection in the digital age, where endorsements by public figures can significantly influence consumer choices.
